Retiring Rep. Mike Rogers (R-MI) will begin hosting a 3-hour talk show for Cumulus Radio starting in January and already everyone involved is doing everything in their power to ensure failure. Using phrases like “smart debate,” “productive conservative,” Rogers and Cumulus seem more eager to insult the current talk radio audience as a way to gain the favor of the Associated Press, than to succeed:

Rep. Mike Rogers wants to be a “productive conservative” on the radio dial who fosters “smart debate” during the daily show he will host after leaving Congress in January. …

For now, Cumulus Radio Group is betting that listeners and advertisers will find Rogers’ hearty voice, contempt for right-wing ideologues and expertise in national security inviting.

Rogers’ hope is to “move the needle” toward the political center on radio, which is crowded with conservative antagonists, and at a time when the division between the GOP’s mainstream and right wings is deep.

Just last week, Rogers enjoyed favorable coverage in The New York Times for ripping Rush Limbaugh and Sean Hannity.

The AP loves what Rogers has to say every bit as much as the Times, but Cumulus investors might want to start thinking about the definition of insanity.

Cumulus has already tried to topple Rush with Mike Huckabee, who didn’t last two years, and Geraldo Rivera, who lost his national syndication deal last year.